Smiley-Jones (pictured) was previously managing partner of digital marketing agency Partners Andrews Aldridge, also part of the Engine Group.

Over the course of his 20-year career in advertising, data management and marketing, Smiley-Jones has worked for agencies Evans Hunt Scott and Davis Smiley-Jones. In 1993 while at Evans Hunt Scott he was involved in the launch of the Tesco Clubcard.

Simon Wall said: “Edmund’s appointment considerably strengthens Fuel’s position as it seeks to become the data analytics agency of choice for marketing programmes.”